Study Guide

Objective

You understand the digital marketing environment and the possibilities it offers to multichannel sales and marketing.
You understand and can describe customers’ online purchasing behaviour.
You can use digital marketing tools and channels to support customers’ decision making process and evaluate their effectiveness.
You can create effective content and find audiences for them by means of digital marketing.

Content

What are the components of multichannel digital marketing and sales?
How can customers’ online purchasing and decision making process be supported by means of digital marketing and sales?
What has to be taken into account when creating effective content and how to find audiences for them?
What is a well-functioning website of a company like and how is traffic created and measured?
What is a well-functioning webstore like: layout, usability and implementation?

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Objective

You understand the digital marketing environment and the possibilities it offers to multichannel sales and marketing.
You understand and can describe customers’ online purchasing behaviour.
You can use digital marketing tools and channels to support customers’ decision making process and evaluate their effectiveness.
You can create effective content and find audiences for them by means of digital marketing.

Content

What are the components of multichannel digital marketing and sales?
How can customers’ online purchasing and decision making process be supported by means of digital marketing and sales?
What has to be taken into account when creating effective content and how to find audiences for them?
What is a well-functioning website of a company like and how is traffic created and measured?
What is a well-functioning webstore like: layout, usability and implementation?

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Objective

You understand the digital marketing environment and the possibilities it offers to multichannel sales and marketing.
You understand and can describe customers’ online purchasing behaviour.
You can use digital marketing tools and channels to support customers’ decision making process and evaluate their effectiveness.
You can create effective content and find audiences for them by means of digital marketing.

Content

What are the components of multichannel digital marketing and sales?
How can customers’ online purchasing and decision making process be supported by means of digital marketing and sales?
What has to be taken into account when creating effective content and how to find audiences for them?
What is a well-functioning website of a company like and how is traffic created and measured?
What is a well-functioning webstore like: layout, usability and implementation?

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Objective

You understand the digital marketing environment and the possibilities it offers to multichannel sales and marketing.
You understand and can describe customers’ online purchasing behaviour.
You can use digital marketing tools and channels to support customers’ decision making process and evaluate their effectiveness.
You can create effective content and find audiences for them by means of digital marketing.

Content

What are the components of multichannel digital marketing and sales?
How can customers’ online purchasing and decision making process be supported by means of digital marketing and sales?
What has to be taken into account when creating effective content and how to find audiences for them?
What is a well-functioning website of a company like and how is traffic created and measured?
What is a well-functioning webstore like: layout, usability and implementation?

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Objective

You understand the digital marketing environment and the possibilities it offers to multichannel sales and marketing.
You understand and can describe customers’ online purchasing behaviour.
You can use digital marketing tools and channels to support customers’ decision making process and evaluate their effectiveness.
You can create effective content and find audiences for them by means of digital marketing.

Content

What are the components of multichannel digital marketing and sales?
How can customers’ online purchasing and decision making process be supported by means of digital marketing and sales?
What has to be taken into account when creating effective content and how to find audiences for them?
What is a well-functioning website of a company like and how is traffic created and measured?
What is a well-functioning webstore like: layout, usability and implementation?

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Objective

You understand the digital marketing environment and the possibilities it offers to multichannel sales and marketing.
You understand and can describe customers’ online purchasing behaviour.
You can use digital marketing tools and channels to support customers’ decision making process and evaluate their effectiveness.
You can create effective content and find audiences for them by means of digital marketing.

Content

What are the components of multichannel digital marketing and sales?
How can customers’ online purchasing and decision making process be supported by means of digital marketing and sales?
What has to be taken into account when creating effective content and how to find audiences for them?
What is a well-functioning website of a company like and how is traffic created and measured?
What is a well-functioning webstore like: layout, usability and implementation?

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Objective

You understand the digital marketing environment and the possibilities it offers to multichannel sales and marketing.
You understand and can describe customers’ online purchasing behaviour.
You can use digital marketing tools and channels to support customers’ decision making process and evaluate their effectiveness.
You can create effective content and find audiences for them by means of digital marketing.

Content

What are the components of multichannel digital marketing and sales?
How can customers’ online purchasing and decision making process be supported by means of digital marketing and sales?
What has to be taken into account when creating effective content and how to find audiences for them?
What is a well-functioning website of a company like and how is traffic created and measured?
What is a well-functioning webstore like: layout, usability and implementation?

Materials

Jobber, D. & Lancaster G.: Selling and Sales Management 10th edn

Teaching methods

You are able to

set sales and marketing goals, evaluate performance, and plan compensation systems
use sales and marketing analysis tools (for example market analysis, future forecasting and digital tools)
develop a sales team and help team members achieve goals by using coaching

Employer connections

You will learn:
(1) to develop value proposition for your company
(2) to forecast sales for your company
(3) learn about sales force and key account management in real life contexts

Exam schedules

Assessment details to be found in Learn

Further information

The course consists of F2F meetings. Only some sessions can be implemented virtually.

Evaluation scale

1-5

Assessment methods and criteria

Assessment details to be found in Learn

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge